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    Defining Marketing For The 21 Century

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    Mehdi Mohmood

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    Defining Marketing For The 21 Century

    Uploaded by

    Mehdi Mohmood
    32 views19 pages

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    kotler01

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    32 views19 pages

    Defining Marketing For The 21 Century

    Uploaded by

    Mehdi Mohmood

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 19

    1

    Defining Marketing
    for the 21st Century

    Marketing Management, 13th ed


    What is Marketing?

    Marketing is an organizational function


    and a set of processes for creating,
    communicating, and delivering value
    to customers and for managing
    customer relationships
    in ways that benefit the
    organization and its stakeholders.

    1-2 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice


    Hall
    What is Marketing Management?

    Marketing management is the


    art and science
    of choosing target markets
    and getting, keeping, and growing
    customers through
    creating, delivering, and communicating
    superior customer value.

    1-3 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice


    Hall
    Selling is only the tip of the iceberg

    “There will always be a need for


    some selling. But the aim of marketing is to
    make selling superfluous. The aim of
    marketing is to know and understand the
    customer so well that the product or
    service fits him and sells itself. Ideally,
    marketing should result in a customer who
    is ready to buy. All that should be needed
    is to make the product or service
    available.”
    Peter Drucker

    1-4 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice


    Hall
    What is Marketed?
    Goods
    Goods
    Services
    Services
    Events
    Events &
    & Experiences
    Experiences
    Persons
    Persons
    Places
    Places &
    & Properties
    Properties
    Organizations
    Organizations
    Information
    Information
    Ideas
    Ideas
    1-5 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice
    Hall
    Marketing Can Promote Ideas

    1-6 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice


    Hall
    Figure 1.1 Structure of Flows in a Modern
    Exchange Economy

    1-7 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice


    Hall
    Figure 1.2 A Simple Marketing System
    A.K.A. The Exchange Process

    1-8 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice


    Hall
    For an exchange to occur….

    • There are at least two parties.


    • Each party has something that might be of
    value to the other party.
    • Each party is capable of communication
    and delivery.
    • Each party is free to reject the exchange
    offer.
    • Each party believes it is appropriate or
    desirable to deal with the other party.
    1-9 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice
    Hall
    Core Marketing Concepts

    • Needs, wants, and • Value and


    demands satisfaction
    • Target markets, • Marketing channels
    positioning, • Supply chain
    segmentation • Competition
    • Offerings and • Marketing
    brands environment

    1-10 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice


    Hall
    • Needs - states of felt deprivation including physical
    needs for food, social needs for belonging and
    individual needs for self-expression. i.e. I am thirsty.

    • Wants - form that a human need takes as shaped by


    culture and individual personality. i.e. I want a Coca-
    Cola.

    • Demands - human wants backed by buying power. i.e. I


    have money to buy a Coca-Cola.

    1-11 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice


    Hall
    New Consumer Capabilities
    • A substantial increase in buying power
    • A greater variety of available goods and
    services
    • A great amount of information about
    practically anything
    • Greater ease in interacting and placing and
    receiving orders
    • An ability to compare notes on products and
    services
    • An amplified voice to influence public opinion

    1-12 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice


    Hall
    Company Orientations

    Production Product

    Selling Marketing

    1-13 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice


    Hall
    Figure 1.4 Holistic Marketing Dimensions

    1-14 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice


    Hall
    Figure 1.5 The Four P’s

    1-15 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice


    Hall
    Internal Marketing

    Internal marketing is the task of


    hiring, training, and motivating able
    employees who want to serve
    customers well.

    1-16 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice


    Hall
    Marketing Management Tasks

    • Develop market strategies and plans


    • Capture marketing insights
    • Connect with customers
    • Build strong brands
    • Shape market offerings
    • Deliver value
    • Communicate value
    • Create long-term growth

    1-17 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice


    Hall
    Marketing Debate:
    Take a Position!

    Does marketing shape consumer needs?


    or
    Does marketing merely reflect the needs
    and wants of consumers?

    1-18 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice


    Hall
    1-19 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice
    Hall

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